Company Goal: By 2026, help launch, grow, and support 100 seven-figure businesses. Current progress: 4.
Q1 Objective: Execute GTM Phase 1 — targeted acquisition by persona, SDR team buildout, and Membership launch. Stabilize operations after January's record surge.
January 2026 was Supliful's best month ever. $1.27M in net revenue — up 8.2% from December — and built on the healthiest revenue base we've had. Our top seller represented less than 10% of total revenue. Sixteen brand builders crossed $10K in monthly sales simultaneously. Subscription revenue hit $167K, up 71% year-over-year, now 13.2% of total revenue. This is a platform maturing.
The month also delivered one of our most important strategic milestones: GTM Phase 0. A full customer research sprint conducted alongside advisor Pat Notti (former VP Marketplace & Operations at Getaround, who scaled the company $10M→$250M in 5 years). Output: 550 enriched customer profiles, 160 survey responses, 20 one-hour deep interviews, and a clear answer to a question we had never properly asked — who exactly are we building for?
The answer: Brand Builders. Not supplement sellers. Health and wellness professionals, e-commerce operators, and funded entrepreneurs building real businesses. Our core segment of 775 brand builders (spending $1K–$100K/month) drives 25%+ of revenue and represents our only scalable path to growth. We now have four defined personas, a strategy built around them, and a roadmap for 2026.
| Metric | Jan 2026 | Dec 2025 | MoM | Jan 2025 | YoY |
|---|---|---|---|---|---|
| Net Sales Income | $1,268,412 | $1,171,711 | +8.2% | $1,261,057 | +0.6% |
| Brand Builder Revenue | $3,165,800 | $2,284,864 | +38.6% | $3,894,310 | -18.7% |
| Orders Revenue | $1,057,938 | $962,662 | +9.9% | $1,113,088 | -5.0% |
| Subscription Revenue | $167,617 | $160,859 | +4.2% | $97,900 | +71.2% |
| Digital Products Revenue | $35,786 | $36,700 | -2.5% | $44,183 | -19.0% |
| Brand Accelerator Revenue | $29,105 | $19,403 | +50.0% | $29,956 | -2.8% |
| Supliful Academy Revenue | $3,542 | $656 | +440% | — | — |
| COGS | $792,676 | $679,384 | +16.7% | $781,500 | +1.4% |
| Gross Profit | $475,736 | $492,328 | -3.4% | $479,558 | -0.8% |
| Gross Margin | 37.5% | 42.0% | -4.5pp | 38.0% | -0.5pp |
| Contribution Margin | $423,882 | $411,564 | +3.0% | $449,026 | -5.6% |
| EBITDA | -$52,259 | -$19,693 | — | +$173,319 | — |
| Metric | Jan 2026 | Dec 2025 | MoM | Jan 2025 | YoY |
|---|---|---|---|---|---|
| Monthly Active Builders | 1,673 | 1,552 | +7.8% | 1,427 | +17.2% |
| Orders Received | 37,237 | 30,225 | +23.2% | 41,931 | -11.2% |
| Items Shipped | 99,613 | 72,716 | +37.0% | 97,524 | +2.1% |
| Avg Orders / Builder | 22.3 | 19.5 | +14.4% | 29.4 | -24.1% |
| GMV / Builder | $1,892 | $1,472 | +28.5% | $2,729 | -30.7% |
| Net Revenue / Builder | $758 | $755 | +0.4% | $884 | -14.3% |
| Items / Order | 2.68 | 2.41 | — | 2.33 | — |
Health & wellness professional — naturopath, dietitian, or functional medicine practitioner. Already has a client base who trusts her recommendations. Launches a supplement line as a natural extension of her practice. High-converting, loyal, and values quality above all.
E-commerce operator with experience scaling DTC brands. Sees supplements as a high-margin, recurring-revenue opportunity. Data-driven, focused on unit economics, and willing to invest in growth. Typically runs multiple Shopify stores.
Funded entrepreneur or established business adding supplements to an existing brand portfolio. Has capital, a team, and existing distribution channels. Needs a reliable manufacturing and fulfillment partner, not hand-holding.
Social media influencer or content creator with an engaged audience. Builds a supplement brand around personal brand and community. High potential but needs more guidance on business operations and supply chain.
Interested in the idea of a supplement brand but lacks commitment, capital, or customer base. Signs up, explores, but never launches. High support cost, near-zero revenue. Not our target — we're building tools for builders, not dreamers.
Our most valuable customers are building brands, not just selling supplements. They think about customer lifetime value, brand positioning, and long-term growth — not just margin per unit.
775 brand builders spending $1K–$100K/month represent our core segment. They drive 25%+ of revenue and are the only segment that scales predictably. Everything we build should serve them first.
Naturopaths, dietitians, and functional medicine practitioners have the highest conversion rates and lowest churn. They have built-in trust with their clients and a natural reason to recommend supplements.
For the first time, the platform is mature enough to support targeted go-to-market. Product catalog, fulfillment reliability, and subscription infrastructure are at the level where we can confidently go outbound.
Outbound sales to health professionals and e-commerce operators — the personas we know convert.
Free / Plus / Enterprise subscription model to increase ARPU and lock in committed brand builders.
The north star. Help 100 brand builders reach $1M+ in annual revenue on the platform.
Customer interviews, segmentation, persona definition
SDR team, persona-based outbound, Membership launch
Expand sales team, optimize conversion funnels, grow ARPU
Network effects, brand builder community, international expansion
First brand builder community dinner — a small but meaningful step in building real relationships with our best customers.
India inbound lead (tryoxyflow.com, $1.5M turnover in 2024) seeking breathing supplements — outside our Q1 scope but a signal of the platform's growing international reach.